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Differentiated Content: The Key to Content Marketing

The likely key to content marketing has been discovered; It's probably not what you think.  

Remarkably, 95 percent of CEOs whose companies use content marketing as a marketing tactic report they believe it has had no effect on their businesses.

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Competitive Business Strategy: Find your playground

Does your business have a clear and well-articulated statement of strategy?

If not, you are at a disadvantage. You might have heard it said, “If you don’t know where you’re going, any road will get you there.

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Find your business’ marketing Holy Grail

In the Christian tradition, the vessel Jesus and his disciples used to drink wine at the Last Supper is called the Holy Grail. Through the centuries, the Holy Grail has come to be known as something very special and highly sought for its miraculous powers.

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Building Durable Competitive Advantage

Warren Buffet, the “Oracle of Omaha” and arguably one of the greatest investors of all time, is a man whose perspective is widely respected across a variety of business disciplines. His yardstick for selecting companies in which he might invest also measures up in the brand-building world.

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Focus key to our Stark County economy

Whether local leaders who are mustering up an initiative to reverse our community’s economy will succeed depends largely on the resources at their disposal, the degree to which true collaboration is achieved and the quality of their ultimate plan.

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Big Brand News! Pepsi No Longer #2; Dr. Pepper Rises

If you’re familiar with the term “Cola Wars,” you’re young enough to know that it has always been and was always supposed to be: Coke v. Pepsi. The Taste Test. New Coke. Mean Joe Greene. Michael Jackson. The Polar Bears. Tina Turner. The Super Bowl Half-Time Show.

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Think bothism to liberate your marketing

Many pundits in the world of marketing and advertising are obsessed with stuff dying. “Radio is dead in 10 years. This study proves it. ”

“TV is dying. ”

“Twitter learns to thrive or die. ”

“The end of advertising as we know it. ”

“Branding is dead.

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Think like a start-up when developing your company mission

Early and often over the history of this column our counsel has been about the importance of strategy in marketing our products and services and in the company mission. We say it often because it is so critical. It cannot be overstated.

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Philly Dilly: Eagles Fly. Ads Flop.

Super Bowl advertisers are known for using Trojan horse strategy to slip their ad messages inside our gated minds. The strategy relies on creating commercials so entertaining and popular, culturally or socially relevant, silly or sentimental that viewers actually want to pay attention.

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Super Bowl Advertising Effectiveness: winners and losers

Silly and sentimental. Advertisers play it safe this year.  

According to Nielsen, 51 percent of viewers prefer watching the Super Bowl commercials to watching the big game itself.  

Super Bowl advertisers are known for using Trojan horse strategy to slip their ad messages inside our gated minds.

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